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Partnerships, Sponsorship, Sport Business, Sports Marketing | Jul 18, 2019
Olympic and Paralympic sponsorship is a milestone marketing moment for the Japanese car brand.

Japanese automotive giant Toyota became an IOC TOP sponsor in 2015, signing an eight-year deal worth a reported $1 billion.

The sponsorship, which covers three consecutive Olympic and Paralympic Games in Asia – with PyeongChang 2018, Tokyo 2020, and Beijing 2022 – has provided the impetus and the north star for the company to launch its first integrated global marketing campaign.

Dedra DeLilli is Toyota’s North America-based Group Manager for its Olympic and Paralympic Marketing, having joined the company in 2017 after ten years in sponsorship and marketing at TD Ameritrade.

Having shared the stage with senior marketing executives from Rakuten and T-Mobile at the Leaders Sport Business Summit in New York in May to discuss best-in-class methods for measuring the success of partnerships, DeLilli joined us backstage to record a brief interview on what she considers to be her greatest success at Toyota.

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